PRWeek UK Awards 2015: Not-for-Profit Campaign of the Year

This innovative campaign was created by the in-house team at Diabetes UK. The team used a clip of Alan Partridge to create a humorous online campaign to persuade health minister Dan Poulter to end fines for people with diabetes for claiming free prescriptions.

On launch day, the video was viewed more than 1,000 times, the Facebook post reached 40,000 people and the tweet was viewed 8,300 times. Celebrities including actor Roger Moore, comedian Joe Pasquale and pop singer Amelia Lily all lent support to the initiative. The campaign achieved its goal of persuading the Government to change its rules on medical exemption certificates within hours.

The power of PR at its best. A genius-simple idea that galvanised action. Loved it